Superdrug’s Christmas sales helped by easy gifting options

Monday 11 January 2016 - Veebs Sabharwal

Superdrug recorded a strong trading performance over the key festive trading period, from the beginning of December to 2 January. Sales in like-for-like stores increased by 6.8%

For the health and beauty chain, owned by A.S Watson Group, the online side of the business is proving fruitful with sales jumping 47% over the five weeks when compared to 2014. Superdrug’s Online Doctor service, dispensing products direct to customers’ doors or nearby stores, has continued to grow it customer base and delivered its first £1m sales period in December.

Make-up was one of the most successful categories in the Christmas season; sales of the brightest and deep red berry shades of lipstick were best sellers. Meanwhile the mild weather which has been affecting apparel retailers across Europe resulted in an increase of bronzing product sales, up 20% as “partygoers eschewed tights for bare legs”.

Fragrance also performed well, rising 12% which was helped by the free ‘Oscar’ teddy bear incentive for customers who spent £30 or more. Fragrance sales were driven by designer brands such as Marc Jacobs, Stella McCartney and Dolce & Gabbana.

In addition, gift ranges had a record Christmas at the retailer, growing 12% compared to the previous year.

Superdrug’s Health & Beauty card loyalty programme continued to attract more customers, now with over 7m registered members, an increase of 2m from last Christmas.

The last quarter saw four new stores open, the most recent at Edinburgh Airport. This is the first airside pharmacy for Superdrug. 20 additional Superdrug stores will open in 2016.

"This Christmas we concentrated on offering customers as many reasons as possible to shop at Superdrug – from market-leading prices to a wealth of free gifts,” said Superdrug MD Peter Macnab.

“We also added interest to our stores with new beauty services, including Braid Bars offering hair plaiting and Glitter Lips,” he added.